[PeterisP]

Actually, statement "consumers don't want to pay for it" by definition means lack of demand; demand is the # of people that want the product at that price.

A pirated copy demonstrates a wish for the product but does not neccessarily demonstrate a real market with a real demand for it at that price point.

For example, if you look globally, there are huge populations that have the capability to play pirated games but (a) can't consider $20 as affordable; and (b) can't use western payment infrastructures such as credit card payments.

If you look locally, a person who would play World of Goo for free but if offered it at $20 would choose some other entertainment - that's not a potential customer, that's shouldn't be counted in demand.